As told by Ania Rodriguez, CEO of JourneyTrack
In 2008, I started a Customer Experience/User Experience research, strategy, and design agency, Key Lime Interactive. There, I spent over 15 years helping some of the world’s biggest brands improve their customer and user experience strategies. Time and again, I witnessed a fundamental challenge: Companies were investing heavily in CX and journey mapping, yet struggling to connect their insights to tangible, measurable business impact. Traditional methods—static PowerPoints, scattered Miro boards, and disconnected research—weren’t cutting it. The insights were there, but they weren’t driving action at scale.
That’s why, in 2021, I built JourneyTrack, a robust customer journey management platform—to give CX leaders the ability to seamlessly create, govern, and track journeys in a way that breaks down organizational silos and connects insights to measurable business outcomes. It’s more than a mapping tool; it’s a platform designed to operationalize journey management, align cross-functional teams, and prove ROI.
Recognizing the market need
Did you know that according to a 2023 Qualtrics study, businesses lose an average of almost 7% of their annual revenue to bad customer experiences? That accounts for about $1.3 trillion per year globally.
The demand for customer-centricity is higher than ever, but organizations still struggle to centralize and scale their efforts. Companies often create beautiful journey maps, but those maps get lost in shared drives or remain static documents that quickly become outdated. There was a clear gap in the market for a solution that could not only house and visualize journey data but also track the actions and outcomes tied to those journeys.
I recognized the need for an enterprise-grade platform that centralizes journey management across teams and regions; one that seamlessly integrates with commonly used tools like Qualtrics, Medallia, Jira, and more to connect qualitative and quantitative data to decision-making for better outcomes; and tracks the impact of CX initiatives to business key performance indicators (KPIs) while providing complete visibility at the executive level through a journey atlas.
Beyond just organizing journey data, JourneyTrack ensures that every journey-related action leads to measurable results. By linking customer insights directly to initiatives and tracking their impact over time, companies can ensure their CX investments drive real business value. This allows teams to be proactive rather than reactive and make continuous improvements that evolve with their customers’ needs.
Businesses don’t need another isolated mapping tool; they need a solution that turns journey mapping and management into an ongoing, trackable business process.
JourneyTrack focuses on action and impact, while other platforms mainly deliver visualization. The problem with most journey mapping tools is that they help teams create journeys but don’t provide the structure to govern, track, and measure them at scale.
JourneyTrack stands out because it aligns CX with business strategy. Every journey is tied to tangible business goals, ensuring that CX isn’t just a feel-good initiative but a growth driver. The platform provides real-time visibility via a journey atlas, allowing executives to see how all journeys interconnect and perform across the organization. The impact of the changes made to the customer experience is tracked in real time and measured in the key performance indicators that matter most to the business — the ones the C-suite cares about. Best of all, rather than replacing existing tools, we enhance them by connecting to research, feedback, and operational platforms.
In short, JourneyTrack isn’t just about making customer journeys—it’s about leveraging them to grow your business.
Adapting to change and staying ahead
Customer expectations, technology, and business needs evolve constantly, as does JourneyTrack. The key is to stay agile while remaining laser-focused on our mission: helping organizations move from insights to action to results.
We do this firstly by listening to our customers. Whether it’s a global bank needing enterprise governance or an airline requiring integration with existing CX tools, we continuously adapt based on real-world needs.
Secondly, we build for scale and flexibility: JourneyTrack is designed to work across industries, adapting to unique customer and employee experience challenges.
Finally, we focus on outcomes, not features. Every enhancement we make is aimed at helping teams prove the ROI of their efforts—because without that, CX investments won’t get the executive buy-in they deserve.
As organizations navigate economic shifts, AI advancements, and evolving customer behaviors, our goal is to empower businesses to move beyond short-term fixes and build sustainable, customer-centric strategies that drive loyalty, efficiency, and revenue growth. The future of CX is not just about mapping experiences; it’s about making those experiences better in a way that delivers measurable business success. JourneyTrack is here to make that happen.
Pivoting when necessary is also critical; in an ever-changing business landscape, agility is key. Whether it’s shifting our approach to meet new market demands, integrating emerging technologies, or refining our value proposition, we embrace change as an opportunity. JourneyTrack was built with the flexibility to evolve alongside industry needs, ensuring that our customers always have access to the most relevant and effective tools for their journey management efforts. This ability to pivot allows us to remain innovative, competitive, and focused on delivering real, measurable impact.
One final thought
Achieving success in business requires not only having a vision but also implementing it efficiently and guaranteeing that each action taken results in significant outcomes. At JourneyTrack, we’ve built a platform that not only visualizes journeys but also connects them to strategy, action, and measurable results. It’s about governance, collaboration, and making informed decisions that lead to sustainable growth. The organizations that win in today’s market are the ones that turn insights into execution, adapt to change, and remain focused on delivering real value. That’s how it’s done.
